Brand portfolio strategy

An organisation's brands should work together to enable and support business strategies. The brand portfolio strategy specifies the structure of the brand portfolio and the scope, roles, and interrelationships of the portfolio brands.

Brand portfolio strategy

David A. Aaker

The brand portfolio strategy specifies the structure of the brand portfolio and the scope, roles, and interrelationships of the portfolio brands. Its goal is to create synergy, leverage and clarity within the portfolio, and to create relevant, differentiated, and energized brands. The portfolio brands should be considered a team of brands working together, each with assigned roles to enable and support business strategies.

The development and management of a brand portfolio strategy involves making brand decisions such as:

  • What are the strategic brands, and how should they be managed?

  • Which brands should have their...

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